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Keeping hydrated during the summer months is important for consumers of all ages - and water is the best way to achieve this. But how should water feature in a c-store’s soft drinks offer? Nestlé explains the best tactics for maximising sales.
2024 was a great year for soft drinks with the total category growing value and volume. Value grew by +8.8%, and while the convenience channel also grew, it was by less than half the rate, at 2.8% [Circana], meaning 2025 is a real opportunity to grow sales at the same rate as the market.
Water accounts for 30% of category sales in the total market, but only 16% in the convenience channel; matching the category share would deliver more than £1bn of sales growth [Circana].
Summer is a key period when customers buy the most water to help them hydrate; during summer 2024, soft drinks in convenience saw a +15% increase vs February-May, showing that there is a great opportunity for stores to maximise sales this summer.
Warm weather leads to more impulsive purchases with water seeing the greatest uplift (+32%) in summer last year, ahead of carbonates and energy drinks [Circana]. Last year, carbonates grew by 10%, energy by 16% and water led the category with +27% [Circana].
In summer 2024, Nestlé Pure Life was the fastest-growing of the top 10 water brands in convenience excluding major multiples, with value sales growth of +67% [Circana].
Top tips to inspire shoppers and influence purchasing decisions
Weather – The hotter it gets the higher the sales increase, but when it’s really warm the biggest risk is going out of stock, so it’s good to buy up early and keep some in the store room ready for when the sun shines.
Front of store – Having plentiful water in the chiller can help to increase sales on those hot summer days and allows shoppers to choose between chilled or ambient as they prefer.
Off shelf – Despite many water drinkers buying from the chillers, 45% of people choose to drink ambient water in convenience [Lumina], so display bins, floor stacks and till displays are a great way to drive sales.
Below shows a great example of how using a display bin can help you to maximise sales of Nestlé Pure Life easily in the hot periods.
In-store merchandising
At Nestlé Waters & Premium Beverages we suggest utilising your space in the chiller by allocating 30% of space for water, 40% for both carbonates and cola, and then 30% for juices, non-carbonates and sports & energy, based on each share of the category.
Using the below as a guide will help you to maximise your sales this summer.
Key products to stock
Nestlé Pure Life 500ml x 12 is the number one SKU in soft drinks [Circana], chosen by more than 2 million buyers [Kantar]. Nestlé Pure Life offers a great value way to help keep consumers hydrated.
Get ready for summer now and make sure you don’t go out of stock.
To ensure you have the optimal range this summer the ’must stock’ SKUs are the Nestlé Pure Life 50cl and Nestlé Pure Life 75cl for on-the-go hydration and the Nestlé Pure Life 1.5L for take-home. Having all of these will allow you to cater to all customer occasions and maximise your sales.
To find out more about Nestlé Pure Life and our full range, please visit our website Bottled Spring Water | Nestlé Pure Life
Water contributes to the maintenance of normal thermoregulation based on at least 2L of water from all sources per day as part of a healthy diet and lifestyle.
